What is CTV advertising?
CTV stands for connected TV: any television that streams content over the internet. That includes smart TVs, plus regular TVs connected to a streaming stick, games console or set-top box.
CTV advertising means placing your video ad inside the streaming apps people watch on those screens, such as catch-up TV, subscription services and free streaming channels. Your ad plays before or during a show, full-screen, with the sound on, just like a traditional TV ad.
The difference is how it's bought. Instead of buying a time slot on a channel and hoping the right people are watching, CTV is bought per impression. That means you can choose who sees it, where and when, and you only pay for the ads that actually play.
CTV, BVOD and OTT: what's the difference?
You'll hear a few terms used almost interchangeably. Here's the short version:
- CTV (connected TV): the device, a TV connected to the internet. It's also used as shorthand for advertising on that screen.
- BVOD (broadcaster video on demand): the streaming apps run by TV networks, such as 7plus and SBS On Demand. It's broadcast-quality content, watched on demand.
- OTT (over the top): any video streamed over the internet rather than through an antenna, cable or satellite. This covers streaming services on every device, not just the TV.
For a brand, the practical question is simple: is my ad running full-screen, in premium shows, in front of the right people? That's what a good CTV plan delivers.
Where can my CTV ads run?
Through Video Co. and JWX technology, your ads can appear across premium Australian broadcasters, streaming services and smart TV platforms, including:
- Free-to-air broadcasters: Seven and SBS.
- Streaming and subscription services: Foxtel, Binge, Paramount and Prime Video.
- Sport: Kayo and NBA.
- Smart TV and device platforms: Samsung, LG, TCL, Roku and Fetch TV.
Availability varies by campaign, audience and dates. Your plan will show exactly where your ads are set to run before anything goes live.
Why brands are moving budget to CTV
- The big-screen impact of TV: full-screen, sound on, in a lean-back environment where people are paying attention.
- The targeting of digital: reach people by location (state, city or region), age, interests and viewing behaviour, instead of buying a whole TV audience.
- Start with a test: there's no need for a six-figure TV buy. Most brands start with a test campaign, see what works, then scale up.
- Results you can measure: see how many people watched, how many finished the ad and where it ran, while the campaign is live.
- Brand-safe environments: your ad sits inside professionally produced shows and sport, not user-generated content.
How much does CTV advertising cost?
CTV is usually priced on a CPM (cost per thousand impressions). Your cost depends on the audience you want to reach, how tightly you target, the platforms you choose and the time of year. Ad space around big events and the end of the year costs more.
The good news is you don't need a traditional TV budget. Most brands start with a test campaign: one clear goal, a focused set of markets and a budget big enough to give clear results. Once you can see what's working, you scale up.
What do I need to get started?
- A video ad. 15 or 30 seconds works best on TV. If you've already made a TVC or a video for social, it can often be used as is.
- A clear goal. For example, building awareness, launching a product, driving website visits or supporting a sale.
- Your audience and locations. Who you want to reach and where.
- A budget and dates. Even a rough idea helps us shape the plan.
Not sure about some of these? That's normal. Our plan builder walks you through it in a few minutes and gives you an indicative plan straight away.
How is CTV measured?
Because CTV is delivered digitally, every ad play is recorded. Typical measures include:
- Impressions and reach: how many times your ad played and how many people saw it.
- Completion rate: the share of people who watched your ad to the end.
- Frequency: how often each person saw it, so you're not overloading the same viewers.
- Where it ran: which apps, shows and screens delivered your ad.
With JWX technology, these signals feed straight back into delivery while the campaign runs. Spend shifts toward the publishers, placements and moments that perform best for your ad.
Frequently asked questions
Is CTV the same as TV advertising?
It looks the same to the viewer: a full-screen video ad on the TV. The difference is how it's bought and targeted. CTV is bought per impression, can be targeted by audience and location, and is measured play by play.
Can small businesses advertise on CTV?
Yes. You don't need a traditional TV budget. Most brands start with a test campaign, and a tightly targeted local campaign is a great way to do it.
Do I need a special ad for CTV?
Not usually. A 15- or 30-second video works well, and an existing TVC or brand video can often be used as is.
Can I choose which channels or apps my ad runs on?
Your plan shows the broadcasters and streaming platforms your ad is set to run on, and we can shape it around the environments that suit your brand.
Can I target specific cities or regions?
Yes. CTV campaigns can be targeted nationally or by state, city or region across Australia and New Zealand.